Handelsdesign

Handelsdesign is a design discipline focused on shaping the presentation and experience of commercial environments and materials to support consumer engagement and purchasing. It integrates elements from graphic design, product design and interior design to create coherent brand expressions across physical and digital channels.

The scope of Handelsdesign includes retail store concepts, window display and visual merchandising, packaging, signage and wayfinding, as well as digital retail interfaces such as e-commerce layouts, product pages, and in-store screens. The aim is to improve aesthetics and usability while reinforcing brand identity and guiding shopper behavior.

Key components of Handelsdesign encompass store layout and traffic flow, lighting, color and typography, materials and finishes, product presentation, and signage hierarchy. It also covers brand-consistent packaging, promotional materials, and immersive or experiential elements that enhance the shopping experience. In digital contexts, Handelsdesign extends to interface design, content strategy and responsive behavior.

Typical design processes begin with research into consumer needs, market context and brand strategy, followed by concept development, design refinement, prototyping, and production. Implementation may involve coordination with architects, constructors and suppliers, while post-launch evaluation and analytics inform iterative improvements.

Historically, Handelsdesign evolved with the growth of department stores and visual merchandising in the 19th and 20th centuries, expanding in response to mass retail, branding and the rise of e-commerce. Today it is increasingly interdisciplinary, aligning physical and digital touchpoints to create seamless omnichannel experiences.

Professionals in the field include retail designers, visual merchandisers, signage and packaging designers, brand designers, and UX/UI designers for online components. Education and practice emphasize user research, brand strategy, material knowledge, and collaboration across design, marketing and operations.